The South African Citrus Growers Association (CGA) has formally announced that it will join this year’s comprehensive promotion for South African fruit in the United Kingdom.
The organisation will promote South African grapefruit in the UK market through the initiative during May, June and July, with specific activity to promote the fruit planned in stores and in the media.
First news of the new grapefruit promotional plan for the UK broke last month when growers voted in a referendum to approve the funding of the campaign. They also approved the funding of a promotion for South African grapefruit in Japan.
The extensive promotion in the United Kingdom now includes the deciduous fruit, grape and grapefruit sectors, as well as being supported by the South African Government and the tourist industry.
Justin Chadwick, CGA chief executive said: “We are very excited to be joining South Africa’s largest promotional campaign since deregulation, supporting South African grapefruit at the time of peak availability from the country.
“We are looking forward to building on the momentum of last year’s campaign on South African plums, and taking advantage of the additional focus on South Africa during the 2010 World Cup and the other fruits promoting as part of this same initiative.
“During the last two decades, the UK grapefruit category has declined in volume and value.” He indicated, however, that many shoppers still consider grapefruit to be tasting ‘rather sharp’ and inconvenient. “If we can change this outdated perception of the fruit through effective and targeted promotions, we believe we can return this category to growth.”
The grapefruit campaign will feature a combination of activities designed to educate shoppers about the sweet taste of South African grapefruit, particularly red varieties such as Star Ruby, which is increasingly dominating production in South Africa and is expected to replace the Marsh variety as time moves on.
|
